The pathway
How you actually get there, here
How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.
- 1
Senior Manager, Corporate Communications (Internal Promotion)
3-5 years as a Senior ManagerSkills to master
- Mastering the management of a significant comms function, demonstrating consistent strategic impact, successfully leading a few high-stakes projects, and effectively managing a team of specialists.
You're ready to move on when
- Consistently exceeds performance expectations as a Senior Manager.
- Has successfully led 2-3 major, cross-functional communications programmes.
- Is regularly sought out by VPs for comms advice.
- Has a proven track record of developing and mentoring team members.
- Demonstrates strong financial acumen and budget management for their function.
- 2
Head of PR / Communications (from a smaller company)
Typically 2-4 years in a similar 'Head of' role at a smaller or mid-sized organisation.Skills to master
- Adapting to a larger, more complex organisational structure and stakeholder landscape. Scaling strategic thinking to a business unit level. Managing larger budgets and more diverse teams.
You're ready to move on when
- Successfully built and led a comms function from scratch or significantly scaled one.
- Managed a team of 5+ comms professionals.
- Handled significant reputational challenges for their previous company.
- Can demonstrate strategic impact on business objectives, not just comms outputs.
- 3
Senior Account Director / VP (from a large PR agency)
5-7 years at Senior Account Director or VP level within a top-tier PR agency.Skills to master
- Transitioning from client-side consulting to in-house ownership. Deepening understanding of a single company's internal politics and long-term strategic goals. Building and managing an internal team.
You're ready to move on when
- Managed multiple large, complex client accounts, often in our industry sector.
- Provided strategic counsel to C-suite clients.
- Proven ability to manage large budgets and agency teams.
- Demonstrates a keen understanding of our company's business model and challenges.